Twenty3 announce Content Toolbox partnership with MK Dons


Twenty3 are pleased to announce a Content Toolbox partnership with League One football club Milton Keynes Dons.

The season-long agreement will see the Dons’ media team use the Twenty3 product to revolutionise their matchday programme, moving from the traditional printed version to an innovative digital style.

This transition marks a step-change in the industry with MK Dons becoming one of the first Football League clubs since the new COVID-19 guidelines to go digital with their matchday programme.

Fans are able to access it via a simple, easy-to-use application. Ahead of home fixtures, the app will provide an in-depth preview, complete with extensive player and team analysis, complemented by match clips and highlights.

The Twenty3 Toolbox will enable MK Dons to significantly increase efficiency in production and will also provide an extra layer of insight and analysis.

While the club will have full access to the product’s suite of tools – Smart Graphics, Football Lab, Visualisations, Discover and Insight – Twenty3 will also work with MK Dons to create bespoke assets for the programme.

The Dons’ content team will use the Toolbox to enhance their content offering on social media channels, while the analysis team will also take advantage of the Analytics version for in-depth player and team analysis.

Vivion Cox, Twenty3’s Founder said:

“As a company that was founded in Milton Keynes, we are absolutely delighted that the MK Dons will be using both our Analytics Toolbox and Content Toolbox products with their Recruitment & Analytics and Media teams respectively for the 2020/21 season. We are excited about the art of the possible in this partnership, as it can both accelerate the data insight capability on the pro analytics side of the club, whilst also supporting their media and content teams to innovate in areas such as the evolution of the digital matchday programme.”

MK Dons are competing in the EFL’s League One for the second successive season, having achieved promotion to English football’s third tier in 2018/19.

Pete Winkelman, Chairman of MK Dons, said:

“Faced with the stringent Covid restrictions, a printed programme would have been extremely difficult to produce, deliver and purchase. Therefore, we felt the time was right to invest in new technology so all fans could easily access a matchday programme.

“Twenty3 will play a key role in this, allowing us to provide our supporters with real insight and analysis into their team and our opponents via the app. There is also a tactical benefit to this relationship too, with our first-team able to utilise the Toolbox for in-depth player and team analysis.”

For more information about the Twenty3 Toolbox, or our other products and services, please get in touch.